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Mapp is a digital analytics solution that helps businesses measure and understand their online performance through comprehensive data collection and analysis. It provides visitor tracking, behavioral insights, and conversion metrics across websites and applications. Mapp supports custom event tracking, audience segmentation, and automated reporting. With intuitive dashboards and visualization tools, Mapp enables informed decisions that improve experience and drive results.
Mapp, formed by the 2016 acquisition of Teradata Marketing Applications and the 2018 integration of Webtrekk, is a leading European marketing automation and customer engagement platform. It is based in London with its main engineering centre in Berlin and is used by media groups, retailers and financial institutions across Europe.
The platform combines four pillars: Mapp Intelligence (privacy first digital analytics inherited from Webtrekk), Mapp Engage (cross channel email, SMS, push and in app), the Mapp Customer Data Platform (unified profile) and Mapp Acquire (paid acquisition). Marketers can build segments, run AI driven recommendations and orchestrate journeys across web and mobile.
Mapp Intelligence sets first party cookies on the customer domain: wt_eid (visitor identifier, six months), wt_session (session), wt_pf (page flow) and wt_ck (custom data). The tracker supports cookieless mode using anonymous session identifiers in localStorage. Email opens use a tracking pixel; clicks go through a tracking redirect. Push and SMS rely on device tokens.
Mapp Intelligence cookies require prior consent under Art. 5(3) ePrivacy unless the cookieless and anonymised mode is used in a measurement only context. Mapp Engage requires Art. 13 ePrivacy and Art. 6(1)(a) GDPR consent for marketing emails and direct messaging, with explicit opt in and clear unsubscribe. The platform offers built in consent management and IAB TCF 2.2 integration.
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European customers are hosted in Frankfurt (Germany). Other regions exist for North America and Asia Pacific. By default, no personal data of European customers is transferred outside the European Union. The UK headquarters benefit from the EU Commission UK adequacy decision under Art. 45 GDPR.
Choose the EU region at account setup. Enable IP anonymisation and the cookieless option for visitors who refuse cookies. Use explicit opt in for marketing emails, push and SMS, with proof of consent. Sign the Mapp DPA. Document Mapp as an EU sub processor and the Frankfurt hosting in your records of processing and your privacy notice.
Websites using Mapp must obtain user consent under GDPR regulations.
Third-party domains contacted
mapp.comwebtrekk.netmappcloud.comwt-eu02.netwt-safetag.comCookies placed
| Name | Type | Duration | Purpose |
|---|---|---|---|
| wt_eid | first_party | 6 months | Mapp Intelligence visitor identifier used to attribute sessions and events to the same visitor. |
| wt_session | first_party | Session | Session identifier used by Mapp Intelligence to group events from the same visit. |
| wt_pf | first_party | Session | Records the page flow inside the current session for funnel analysis. |
| wt_ck | first_party | 1 year | Stores custom Mapp Intelligence parameters such as user properties or login state. |
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Mapp Intelligence sets first party cookies on your domain: wt_eid (visitor identifier, six months), wt_session (session), wt_pf (page flow) and wt_ck (custom data). The cookieless mode replaces them with anonymous localStorage IDs. Email tracking pixels and click redirects do not set cookies on your domain.
Yes, in the EEA. Mapp Intelligence cookies require consent under Art. 5(3) ePrivacy unless the cookieless and anonymised mode is used. Mapp Engage marketing emails, push and SMS require Art. 13 ePrivacy and Art. 6(1)(a) GDPR consent for prospects, with explicit opt in and a clear unsubscribe path.
Consent (Art. 6(1)(a) GDPR) for cookies, marketing messages and behavioural segmentation. Legitimate interest (Art. 6(1)(f)) may apply to anonymised product analytics or to soft opt in for existing customers in similar product context. Sensitive data requires explicit consent.
No by default. European customers are hosted in Frankfurt. Mapp also runs US and APAC regions for regional customers. The UK headquarters is covered by the UK adequacy decision. Document the region in your records of processing.
A DPIA is recommended when Mapp is used for large scale segmentation, predictive scoring, recommendation engines or messaging based on sensitive attributes. Document EU hosting, integrations, lawful basis per channel and retention.
Select the EU region at account setup. Enable IP anonymisation and cookieless mode in Mapp Intelligence. Use explicit opt in for Mapp Engage marketing channels. Block tracking cookies behind a CMP category. Sign the Mapp DPA. Document Mapp as an EU sub processor.
EU based competitors: Selligent (Belgium), Splio (France), Brevo (France), Klick Tipp (Germany), Emarsys (Hungary, owned by SAP), Salesmanago (Poland). US alternatives: Braze, Iterable, Salesforce Marketing Cloud, Adobe Campaign.
Subscribe to the Mapp trust centre. When sub processors, regions or cookies change, update your cookie table, privacy notice and records of processing, and bump the consent banner version.